AND THE OSCAR GOES TO… THE SALESPERSON!
DOI:
https://doi.org/10.13058/raep.2026.v27n1.2581Keywords:
Marketing strategies, Omichannel, e-commerceAbstract
The objective of this case study is to develop students' cognitive mastery of marketing strategy across six categories: knowledge, comprehension, application, analysis, synthesis, and evaluation. The focus is on understanding the marketing strategy and analyzing customer data of the Oscar Group using e-commerce and digital platforms. Data collection involved interviews with key figures in the case: the CEO, the Marketing Director, and the Human Resources Director of the Oscar Calçados Group. Additionally, documentary research was conducted using meeting minutes, brochures, and information repositories from the Group's design thinking workshops. The case study discussion is divided into two phases: the first is an analysis of the company's history, and the second is the proposition of future solutions. This case study presents the process of updating the marketing strategy of the Oscar Calçados Group, located in the Vale do Paraíba region (São Paulo state), through the use of e-commerce. The case study analyzes the impacts of COVID-19 on the business and the strategies adopted by managers to address them. This work can be used in Marketing and Innovation courses in undergraduate, graduate, and executive management programs, relating marketing strategies to a real-world case study.
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Copyright (c) 2026 Diocelio Goulart, Natalia Brito Zuca de Souza, Ramon Silva Leite, Rodrigo Baroni de Carvalho
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